Brand Identity Research and Consulting
SatisfactionWorks’ offers a unique approach to brand identity consulting. We provide research in a range of settings—non-profit associations, for-profit subsidiaries and hospitals—crafted to identify the client’s core values and identity. With the results of this research, we then collaborate with the client to design a focused brand strategy.
Whether the aim is maintaining a customer base, retention of employees, or setting your organization apart from competitors, we can help you spotlight your strengths and gain direct benefit from communicating your identity clearly.
We believe that a successful brand identity is based on keeping the promises you make, and doing that better than the competition.
The following two applications of SatisfactionWorks’ brand identity research and consulting demonstrate our dynamic approach.
For-profit subsidiary of a state hospital association
The long-term success of one association’s for-profit subsidiary in a very competitive market depended on establishing a distinctive and consistent identity that competitors couldn’t deliver.
Since the subsidiary’s customer base was among the association’s membership, a strategy based on member loyalty research ensured that the client’s “family” of products and services drew on its parent state hospital association’s unique identity and the “brand loyalty equity” that it enjoyed.
A brand identity based on this loyalty and a clear understanding of that state’s hospitals’ unique needs allowed the client to establish a market niche that set it apart from powerful competitors like national buying services.
Hospital employee retention
In a competitive environment, employee satisfaction is no longer sufficient to guarantee long term staff retention.
A brand identity strategy—based on a variation of employee loyalty research and SatisfactionWorks’ 12,000-nurse Nurse Retention Initiative database—enabled the hospital client to develop a unique and valid identity that could be recognized by their own nurses and by prospective employees as meaningfully different from, and better than, any other health care provider employer in that market area—including non-hospital competitors.
This identity unified the hospital’s nurse recruiting strategy and its nurse retention strategies under a single competitive umbrella. It also served as a rallying point for employee morale.